They’re young, photogenic, big on Instagram and top bestseller lists around the world – but how much do the new breed of wellness bloggers know about food? Hadley Freeman enters the world of #yummy #avotoast to find out
Nestled among stuffy interior decorating and antique shops, Daylesford farmshop and cafe in Pimlico is, judging by the queue on a weekday mid-afternoon, very much the chic place to meet for a fresh vegetable juice (£6) or a superfood salad (£14). A decade ago, you’d have struggled to find a place such as this in London; now, there seems to be one opening every other day. But, as one review warns, everyone at Daylesford “is likely to be thinner, blonder and richer than you”, and I can testify that this much is true. It is part of a chain owned by Carole Bamford, a woman described on her website as “a visionary in organic farming and healthy food retailing”. She is also the wife of Anthony Bamford, director of the JCB construction empire, although here in the farm shop the emphasis is very much on organic spelt bread rather than hydraulic excavators.